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Comments
(She did also indicate that they had just re-vamped the CMF website just before the release of Series 13, and concluding the promotion was part of the internal re-design.)
#alwaysbuyearly
http://www.bricklink.com/catalogPG.asp?S=col10-17&ColorID=0
http://www.bricklink.com/catalogPG.asp?M=col161&ColorID=0
http://www.brickpicker.com/bpms/set.cfm?set=71001-19
If id have to guess, its probably a result of people being desperate to have the "real deal" mr gold instead of paying 30 bucks for a custom.
Its like the CMF series 1. Why are people buying the real deal that cost upwards for 150+ for a full set when you can get a full set for bootlegs for under 20 bucks? I got a set for 12.01 and they look epic.
I don't think Lego suffered from an exclusive figure being difficult to find.
I'm not sure what the sales figures were for Series 8 and 9, but if the promotion for 10 reinvigorated sales, then you wouldn't make it an annual event.
TLG has done a few of these promotions over the years, and I'm sure they weigh consumer frustration.
I don't view that as any different than bloggers bemoaning the cost of Lego, right after they purchase all of the sets...